Drive Sales with Website Optimization

When you’re running a business, there’s a lotta pressure to nail your website. It may be your online sales person but that doesn’t mean it’ll automatically have sales rolling in from the get-go. That is where website optimization comes in. You need your website to be optimized for sales and to do that, you need to be thinking about it from your customer’s perspective. Not easy.

But, when it’s working for you, it can save you so much time and energy–if your website is doing the selling for you, that’s time you’re not having to spend on lengthy sales calls that lead nowhere and it’s time you can spend sending more people to your website. And thus continues the cycle (yes, I just said thus and I’m gonna own it).

Have your website up and running but not enough sales or leads comin’ your way? Here are 5 tricks you can try that I’ve used to get amazing results for my clients.

1. Don’t be afraid to pack value into headings and subheadings

Headings and subheadings (the bits usually in a larger font at the top of each section of your site) are some of the most valuable real estate on each page. Most people scroll and scan websites until they find what they need and it’s these bits in bolder, larger fonts that grab attention. 

Yet so many websites waste them, adding generic language like “features” or “how we work”.  These phrases don’t tell your reader anything and they don’t compel them to read on. But headings that showcase what value you bring in these areas encourage people to read more of the copy, or at least give them an idea of what you’re about.

Instead of “how we work” try something like “white-glove client experience” or “expect regular communication, so you always know what’s happening” – make sure you pick something relevant to your business.

They may be longer than your average subheading but see how they show off the value you provide? Give it a try and you may be surprised by the response. Just keep it clear, OK? Cool.

2. Talk about the results of your services, products and programs

If you’ve helped your clients or customers achieve amazing results, talk about it on your website! Bonus points if you have numbers to share. Results can be really powerful when shared as a testimonial but it’s also great to add them to other areas of your site, like the headline at the top of the page. 

People are naturally skeptical and will be looking for reasons to distrust you. Using results and numbers sparks psychological triggers in your reader’s brain that make you appear more credible. Who doesn’t want that? This helps boost the “know, like, and trust” factor everyone raves about.

The more the reader can see you’ve helped someone else achieve X result, the more they’ll believe it’s possible for them to get the same result. Trust = more sales. 

Quick note: please don’t make the numbers up! If you get caught out, it’ll only ruin your reputation and p*ss people off. Not cool.

3. Use data to get inside the head of your customer

For the best results from your website, you need to understand your customer. I’m not just talking about where they’re from and how old they are. I’m talking about where they found your website, what they already know about you and the thing you’re selling, and why they’re on your site in the first place.

If you know this, you can meet your reader where they’re at and make it feel like you know them. For example, if you know most of your website visitors come from Google, they might be less familiar with your brand than people coming from your Instagram.

Use this info to tweak your copy so you’re only providing them with the info they need to see. You always want to be thinking about the customer journey so you can make it as easy as possible for them to say yes to you. And to do that, everything should be relevant. 

4. Use clever formatting to encourage people to keep reading

This one should be an easy fix. Remember when I told you people love scanning websites? That means you need to optimize the layout of your website so it’s as clear as possible and people can find the information they need quickly. Now, I’m no designer but as a copywriter, I do advise on where the words should be on the page for maximum impact.

One of the biggest mistakes I see on websites is big walls of text with no smaller paragraphs. If you want people to read your copy, you have to make it easy. Keep paragraphs to 2-3 lines if possible and make sure there’s some white space in between sections where design is kept to a minimum, too. 

A lack of design and copy means the reader’s eyes aren’t distracted and you can help them focus on the right things. According to UX Planet, it’s science, yo

Bonus tip: make sure your formatting is clear on both your mobile and desktop site.

5. Optimize your website with irresistible buttons

There’s so much to say about buttons as a marketing nerd like me, but ultimately, you want people to click buttons on your site to move to the next stage of the sales process, whether it’s actually making a purchase, signing up for a call, or even getting them to sign up for your email list. 

By the time your customer gets to a button, they’ll be going through a moment of conflict– people love clicking buttons. But clicking buttons when the reader has to hand over money creates a moment of tension in their brain and you have to work harder for that click.

That’s why you need to make it uber-clear what happens after the click. Now is not the time for clever, funny, or ambiguous button copy like “let’s go!”–you need to make it explicit if the next stage is adding something to the cart, booking a call, or signing up for regular updates– whatever it may be.

If that next step is free, like encouraging a free trial or downloading a checklist, it can’t hurt to reiterate that in your copy. E.g. “Download my free guide” or “Sign me up! No cc required”.

How Does Your Website Optimization Stack up?

You might have noticed a few themes here, so if you only take one thing away from this article, it should be this: your job is to make everything easy for your reader. All this advice is based on different ways to do that. So try it, keep track of how many sales come through your website and let me know how these tips work out for ya. Seriously.

If you want to dive deeper into attracting dream clients using your website, check out Episode 7 // Your Website Is Your Most Valuable Employee on the Being Boss podcast.

Nikki Trailor is a conversion copywriter + brand voice strategist who helps course creators, service providers and coaches stop showing up as watered-down versions of themselves online so they can stand out and sell more.